Strategic Social Media Management

Sutherland, Karen E.

doi:10.1007/978-981-15-4658-7

Cited by 17 publications

(5 citation statements)

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“…The process for implementing this digital communication tactic consists of nine phases (Dale, 2014; Fotopoulou and Couldry, 2015; Sutherland, 2020), as presented in Table 1.…”

Section: Strategizing Digital Communication: Leveraging Content Curationmentioning

confidence: 99%

Business digital transformation: strategy adaptation, communication and future agenda

Cosa

2023

JSMA

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PurposeThis study addresses the pivotal role of digital transformation (DT) in the post-pandemic business landscape, identifying a notable gap in comprehending strategic adaptations and digital communication amidst the complexities of the digital era. It seeks to illuminate practical insights for businesses navigating through DT by intertwining its technological and organizational aspects.Design/methodology/approachEmploying a conceptual approach, this paper synthesizes existing literature and theoretical frameworks related to DT, integrating its technological, strategic and organizational dimensions. It utilizes real-world instances to elucidate the digital era’s practical implications and strategic adaptations. The study also proposes a research agenda that spotlights pressing DT issues, challenges and actionable strategies for businesses.FindingsDespite DT’s inherent complexity, the paper reveals that it is crucial for businesses navigating the contemporary digital landscape. It underscores the importance of strategic adaptations in DT, highlighting their implications on customer experiences and organizational structures amidst the evolving technological and market dynamics. Moreover, it accentuates the significance of effective digital communication strategies in enhancing user experiences and conveying value propositions adeptly.Originality/valueThis paper brings vital aspects of DT impacting modern organizations, offering invaluable insights for practitioners and scholars aiming to comprehend and navigate DT’s complexities. The identified research gaps underscore the necessity for further exploration, aiming to broaden DT’s theoretical and practical facets.

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“…The process for implementing this digital communication tactic consists of nine phases (Dale, 2014; Fotopoulou and Couldry, 2015; Sutherland, 2020), as presented in Table 1.…”

Section: Strategizing Digital Communication: Leveraging Content Curationmentioning

confidence: 99%

Business digital transformation: strategy adaptation, communication and future agenda

Cosa

2023

JSMA

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“…In art, content refers to the objects and concepts in a work, while style refers to the way in which it is expressed. Computer vision faces the challenge of manipulating both content and style as they are modulated by various factors such as emotions, social trends, and artistic movements (Sutherland, 2021). Creativity brings joy, wonder, and excitement to our lives, and nurturing creativity is something many of us would like to do (Wu et al, 2023).…”

Section: Creativitymentioning

confidence: 99%

Challenges and opportunities of AI in individual marketing communication tools

Galera Matúšová,

Kusá,

Pátík

2023

Media &Amp; Marketing Identity

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Artificial Intelligence is nowadays being discussed in several directions, but as far as the fields are concerned, the most discussed are its use in marketing, banking, journalism or education sector. Marketing is mainly included in this direction in terms of textual and visual forms of AI, such as ChatGPT, Jasper, Copy.ai, Writesonic, Midjourney, DALL-e or Bart. It is the development or expansion of these tools that dates in our country from the end of 2022 and is mainly associated with the debate whether and to what extent artificial intelligence will replace some positions. And this also in marketing. Today, in this area, we are talking more about the streamlining of some activities, which we will address in our article. However, we understand that this area requires further research in order to verify the implementation of AI tools in marketing from a scientific point of view. However, it is important to understand that AI tools have a dynamic evolution and thus what applies to them today changes over time. At the same time, new tools are constantly being added and are also entering new areas (for example, a tool for composing music).

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“…Advertising is considered the best and fastest way for businesses to connect with consumers and attract new ones (N. T. Nguyen, 2021). Advertising on social media is often used by marketers to improve organizational performance because it is considered an effective tool for conveying messages (Sutherland, 2021). YouTube is stated to be one of the 4 most used platforms in Indonesia (Uy, 2021;Ceci, 2022).…”

Section: Introductionmentioning

confidence: 99%

A Mixed-Method Study on Effect of Celebrity Endorsement towards Purchase Intention with Mediating Roles: Quality Perception and Brand Attitude

Gusti,

Laksmidewi

2023

BMJ

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<p><em>In the case of Samsung Smartphone and celebrity Dian Sastrowardoyo in the Indonesian context, the study attempts to clarify the impact of celebrity endorsers on consumers' purchase intentions through the mediation of customer's perception of quality and customer's attitude towards the brand. Due to the pandemic's requirement that numerous activities be done online, the intensity of mobile phone use has also increased. Samsung capitalized on this trend by employing celebrity endorsements to flood various social media, particularly YouTube, with commercials. The results reveal that not all elements of a celebrity’s endorsement impact purchase intention. Perception of quality and attitude towards brand only mediate some elements. This mixed method study employed survey data from 252 people living or working in Jakarta, analyzed statistically using SEM-PLS and proceeded with the interview process. The study indicates that, aside from focusing on the qualities of celebrity endorsers, smartphone companies in particular need to anticipate some potential substitutes. Limitations of the study are also outlined, and directions for future research are considered too.</em></p>

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Strategic Social Media Management

Cited by 17 publications

References 0 publications

Business digital transformation: strategy adaptation, communication and future agenda

Business digital transformation: strategy adaptation, communication and future agenda

Challenges and opportunities of AI in individual marketing communication tools

A Mixed-Method Study on Effect of Celebrity Endorsement towards Purchase Intention with Mediating Roles: Quality Perception and Brand Attitude

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